Commonfloor.com extends its TVC message through Cab-Advertising

Commonfloor.com, a leading real estate portal, has tactically designed their OOH campaign to spread their message ‘No Darr Find Ghar’ only through cabs. The idea was to use relevant outdoor formats to promote the brand to gain high levels of recall, reaching a local, business en route to and from airports, hotels, and convention centres, sporting events, shopping centres and restaurants. The cabs have been branded outside and inside with brand name and tagline. For this campaign, 200 cabs have been rolled out in Delhi and Mumbai each.
 
According to Commonfloor.com, cab branding is a part of the larger brand campaign. Where cab branding as an option showed a lot of promise as a medium, which would help the brand get visibility across a city. Since it is a mobile medium, it provides a maximum reach and good penetration into the brand’s target market.
 
“The idea was to build the brand among consumers driving traffic to the website and as a result of it we have been on top of comscore numbers consistently in our category under unique visitors’ classification. We have tried radio aggressively across all major cities. Radio, hoardings, print (newspaper + magazine), property awards and expos, mobile medium (cabs) have always featured in our plan of action. Recently, we had launched our brand campaign with 360 degree medium including TVC. It has helped our brand tremendously in taking one step ahead, said Vinayak Warke, Vice President – Marketing, CommonFloor.com
 
Reaching out to the target audience was a challenge in larger metros such as Mumbai and Delhi-NCR. Besides the regular OOH mediums, cabs being mobile medium seemed to be an interesting option to get visibility in different pockets of the city. Moreover, it proved to match the consumers who use the cab service and Commonfloor’s potential target audience in these cities. Given the visibility, the brand explained that it may decide to extend it to other markets as well.